MARKETING STRATEGIES (ADVANCED) | Università degli studi di Bergamo - Didattica e Rubrica


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  • Corso di studi in MANAGEMENT, MARKETING AND FINANCE - Percorso formativo in MARKETING MANAGEMENT

Altre informazioni sull'insegnamento

Modalità di erogazione: 
Didattica Convenzionale
Secondo Semestre
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Ore di studio individuale: 
Altre conoscenze utili per l'inserimento nel mondo del lavoro

Suggested: Basic marketing course

Educational goals

On completion of this course, students will be aware of the key forces shaping the topic of marketing both from an operative and a strategic point of view. They will know and understand the marketing environment and the major factors to handle in order to differentiate the company offer from the competitor’s one.

They will have studied the significance of culture upon consumption and consumer behaviour (several aspects) and their impact.

This course seeks to examine the implications for marketing strategy and decision making when companies operate in the actual scenario.

The course proposes a resumé and a deepening of the themes of operative and strategic marketing with a theoretical and practical attitude. Particular attention will be given to:

service's marketing,
consumer behaviour
cross-cultural communication
ITER marekting
Stillborn products

Course content

Prof Mauro Cavallone (36 hours)
Prof Jan Freidank (12 hours)

Module 1 Prof M Cavallone
The course is divided into 3 parts:

1. Alignment: fast resuming the concepts of:
- basic marketing (market-centred and clients-centred approaches)
- marketing mix and its evolution from 1954 to today (analysis and updating of the single variables from P’s to E’s and F's)
- strategic alternatives according to Ansoff, Porter, Drucker.

2. Mobilization: the following items to be deepened:
- Marketing in the age of complexity
Analysis the concepts of need and of insight and, the updating of the single variables of the marketing mix from P’s to E’s and F’s)
Integrating traditional and digital marketing
- Managing the total marketing effort
- Introduction to marketing strategies.
- Strategies for Mature & Declining Markets
- Market Segmentation
- Strategic planning & Marketing Plan (Ing. Marco Geneletti)
- Value drivers

3. Acceleration

- Consumer behaviour
- Cross-cultural communication
- Services’ companies marketing
- Marketing of the B-Corp (Benefit Corporation)
- ITER marketing
- Stillborn products

On a voluntary base students could partecipate to "the Salmon's project"

Module 2 (marketing strategies)
Prof Jan Freidank
The goal of this module is to transfer marketing concepts and tools to the international environment. Focus will be on companies which are operating in an international environment or which are planning to expand internationally. Particular attention is given to the cultural diversity and its effects on marketing practice.

The course is divided into the following parts:
1. Globalization as basis for international marketing
2. Culture as main driver for international marketing strategy
3. Segmentation strategy for international markets
4. Basic components of internationalization strategy
5. Case Study: Internationalization strategy of some companies (to be defined by the teacher)

Teaching methods

MODULE 1 Prof. M Cavallone

classroom exercises
case studies
team works (“Salmons project”)

students can involve themselves with "Dig-Dig" or "you are the teacher" topics with analysis and presentations

Module 2 Prof J.Freidank

case studies,
classroom exercises,
group work and presentation:

Use of real life case study to study theoretical concepts in practice

Assessment and Evaluation

For non attending and not attending students the exam will be the same

with an high number of students per session it will be a written exam

75 % of questions topics prof. Cavallone (slides published on the university e-learning page and "Marketing and Customer Loyalty: The Extra Step Approach" Book)
25 % of questions topics prof. Freidank (slides published on the university e-learning page )

salmons project with prof. Cavallone will give from 0 to 3 extra points

also "dig-dig" or "you are the teacher" on a voluntary base will allow to gain extra points.

The exam will be based on the topics of the course as indicated in this syllabus.
Written exams for large numbers of students are composed of 30 MCQ (1 point for every correct answer, 0 points for incorrect answers

in case of few students enrolled for the exam it could be:
written (5 open questions : 6 points each)

Further information

“Salmons project” basically consists on a team work aiming at identifying companies’ strategies by going back from their communication and marketing outputs (advertising, products, ecc.)
Examinations on papers from scientific reviews will be proposed, in order to organize public presentation in classroom and to rouse new theories and debates.
the same for "Dig Dig " with the purpose to deep understand some marketing situation or strategy, or with "you are the teacher" in the previous part of the Course to refresh basic marketing concepts. (only if in the group will be present several student without a marketing background)

If the course will be taught in dual mode presence or remotely, depending form the situation, changes of teaching methods could be made
What described in this syllabus will be delivered anyway in order to make the course and exams accessible